Stock your Shelves with Illinois' Best-Selling Rum Brands
Feb. 13, 2015
When it comes to stocking your shelves, look to the brands with the best market presence to get the highest inventory turnover. Take rum, for example: BACARDI and Captain Morgan drive the rum category in Illinois by claiming 75 percent of all rum sales, according to IRI Illinois, and Sailor Jerry falls within the Top 6 rum brands by sales.
Filling your shelves with the fast-moving BACARDI, Captain Morgan and Sailor Jerry brands and removing stale bottles whose sales are in decline is a quick way to increase your sales, and stay current with your customers’ needs.
Capture the Sale with these Shelf Guidelines:
Display Category Leaders at Eye Level: According to Shelf Placement Research by AC Nielsen, a brand placed at eye-level position has 100 percent of potential sales, compared to 54 percent for a brand on the bottom shelf. Eye-level priority should be given to highly recognized brands for ease of shopping.
Set the Shelf from Left to Right: For maximum results, place category leaders from left to right to gain immediate visual attention. According to Nielsen Scan FDL & Eye Tracking Study, shoppers can be converted if they identify the category quickly and easily.
Merchandise by Family of Brands: We recommend sorting your products by category, and within that category organize by family of brand to make shopping easy for your customers and maximize cash register rings. According to the GMA Shopper Marketing 3.0 Survey, 77 percent of shoppers enter the store without a shopping list. Building your shelves by category, then brand, will help your customers easily find products and raise awareness of their favorite brands’ other offerings.
Use Both Feature and Display Merchandising: In 2013, triple digit sales growth was achieved in 38 percent of categories with feature-only support and 49 percent with combined feature and display support. By displaying products in a high-traffic area and utilizing promotions, you will encourage sales.
Choose Your Brands Wisely: GMA Shopper Marketing 3.0 Survey found that 48 percent of food and beverage shoppers prefer a better brand to a better price. Stock your shelves with the best-selling brands: BACARDI, Captain Morgan and Sailor Jerry.
Line your Shelves with the Top Brands in the Rum Category
BACARDI: Bacardi has seven of the top 20 rum SKUs—more than any other brand—and its total volume has increased 10.1 percent vs. the rum category, according to IRI data. Additionally, 83 percent of consumers repurchase Bacardi Family of Rum.
Captain Morgan:According to Nielsen, Captain Morgan is the 3rd largest spirits brand in Illinois. Combine brand power with Captain Morgan White Rum's momentum as one of the top innovations of 2014 and you’ve got a recipe for delicious success.
Sailor Jerry: The iconic spiced rum brand pays honors the spirits of rebellion and the legacy of namesake American tattoo legend Norman Keith "Sailor Jerry" Collins. Accurate field marketing efforts have paid off: Sailor Jerry was up 3.5% (735,00 cases) in the United States in 2013, according to Shanken News Daily.
Maximize sales by building your shelves around these brands and removing underperforming, slow-moving competitors. Contact your Wirtz Sales Consultant today to learn more about offerings from BACARDI, Captain Morgan and Sailor Jerry.